Rumors abound about Apple's new iPad Mini

After earlier scuttlebutt about a purported iPad Mini announcement this week proved misguided, new reports now suggest the rumored pint-size tablet will be unveiled Oct. 23.

AllThingsD blog said Friday that Apple’s (AAPL) next salvo in its war with competing tablet-makers will likely be fired off at an intimate gathering at its Cupertino headquarters, attributing the report to “people familiar with Apple’s plans.”

The Bloomberg News service issued a similar report, quoting “a person familiar with the matter who asked not to be named because the plans aren’t public.”

Apple did not immediately respond to the reports. But a smaller and less-expensive iPad would be a logical step by the company to thwart sales of similar tablets by Google (GOOG), Microsoft and Amazon. Those devices are easier to carry in a purse or suit pocket and cost around $200, far more affordable than the latest version of the iPad that starts at $499.

An iPad Mini would allow Apple to protect its retail flank, effectively corralling off that lower price point from its rivals.

Analyst Shaw Wu with Sterne Agee told Bloomberg that while “these competitors have a tough enough time competing against the 10-inch iPad,” a smaller less expensive iPad Mini “will make the competition even tougher. It tells you how hard it is to beat Apple. These other companies have to either lose money or break even on these products.”